MAM
Alphabet, Meta & Amazon accounted for 46.1% of all advertising spend in 2021: WARC report
Mumbai: Alphabet, Meta and Amazon receive almost half of all advertising spend globally at 46.1 per cent, according to the latest data released by WARC. While the three companies accounted for 33.8 per cent of all advertising investment in 2019 before the pandemic, the digital acceleration from consumers and brands in 2020 and 2021 has pushed this share even higher.
Alphabet tops the list, accounting for 27.2 per cent of adspend, up from one-fifth in 2019. Meta has risen to 14.9 per cent while Amazon has doubled its share to 4.0 per cent, according to WARC’s analysis of the company reports.
The three tech giants have also managed to grow their share of online advertising, despite their dominant size. Altogether, Alphabet, Meta and Amazon accounted for 71.2 per cent of all online adspend in 2021, up from 67.8 per cent in 2019, as per the data from WARC.
WARC Data’s latest forecast puts total advertising growth at 12.5 per cent in 2022, with e-commerce set to be the quickest-growing medium. Social media is also expected to overtake search advertising in value this year.
The three companies that are leaders in their respective media – Alphabet in search (Google) and online video (YouTube), Meta in social media (Facebook and Instagram), and Amazon in e-commerce – have steadily grown their share of the advertising market. If their current rate of growth continues, they’re set to account for more than half of all advertising investment in 2022, says WARC Data’s forecast.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
